Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad

By Dick Martin | Go to book overview

CHAPTER 13
IN SEARCH OF
ANTI-ANTI-AMERICANS

“The U.S. can’t be sold as a brand, like Cheerios.”1

The Wall Street Journal, editorial

“The truly great brands are far more than just labels for products.

They are symbols that encapsulate the desires of consumersthey are standards held aloft under which masses aggregate.”2

—Anthony O’Reilly, CEO, H. J. Heinz Company

BERNARD-HENRI LÉVY IS FRENCH. PROTOTYPICALLY FRENCH.

Flamboyantly French. He speaks with such a charming accent you can practically see the accent aigu floating above the “e” in his name. When he’s skeptical about something, which happens several times a day, his eyebrows rise like two accents circonflexes (“⋀”) in his forehead. He kisses ladies’ hands and, even in unfamiliar territory, moves with the easy grace of a maître d’ in his own dining room. Well into his fifties, he still has an unruly mane of dark brown hair and usually wears crisp black suits with dazzling white shirts open one more button than would be comfortable on someone with less panache. He’s tall, trim, broad shouldered, and has the aquiline nose of an ancient Gaul, even though he was born in Algeria to Jewish parents. They settled in France after the war, where his father founded a lumber company that made him a millionaire and left Bernard-Henri more than comfortable.

Though educated in France, Lévy’s origins may have given him a

-141-

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Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Introduction- The Anti-American Century 1
  • Part One 13
  • Chapter 1- Ilting at Windmills 15
  • Chapter 2- The Queen of Branding 24
  • Chapter 3- Charlotte in Wonderland 34
  • Chapter 4- The Prince of Pollsters 43
  • Chapter 5- Measuring Distance 51
  • Part Two 61
  • Chapter 6- Why Do They Hate Us? 63
  • Chapter 7- The Pictures in Their Heads 72
  • Chapter 8- The Business of America 84
  • Chapter 9- The Power of Brands 95
  • Chapter 10- Brand America 105
  • Chapter 11- Ceos' in Handcuffs 115
  • Chapter 12- Plague or Paranoia? 125
  • Part Three 139
  • Chapter 13- in Search of Anti-Anti-Americans 141
  • Chapter 14- The Path to Happy 150
  • Chapter 15- Sink Roots, Don't Just Spread Branches 162
  • Chapter 16- Go Glocal 175
  • Chapter 17- Share Your Customers' Cares 187
  • Chapter 18- Stiff-Necked, Tree-Hugging Critics 201
  • Chapter 19- Share Your Customers' Dreams 213
  • Chapter 20- Myth America 223
  • Chapter 21- A Lever to Move the World 233
  • Chapter 22- Waging Peace 246
  • Coda the Last Three Feet 257
  • A Note about the Endnotes 262
  • Notes 263
  • Acknowledgments 289
  • Index 291
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